While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.

Commentary

Variety Runs With The Cable Fable, The Reporter Proves More Able

We're not getting the full TV picture, and you can finger cable TV spinmeisters for this.

In a story the Daily
Variety ran Wednesday, a report by a Turner Broadcasting research executive said that despite all the networks' efforts this summer to schedule new programming - including NBC's Olympics --
the big four networks still witnessed a primetime viewing share of 35.7, the worst summer ever. Cable posted its best share - 57.3.

Cable's greatest marketing job is to convince the world they
are a force to be dealt with. But as we all know, the top established networks - TBS, USA, Lifetime, and Discovery -- now go through the same ups and downs as the broadcast networks. It's the new
networks that are making viewership gains.

And by the way, where is syndication in this picture? Yes, the syndicated shows don't have near the marketing muscle as the cable networks, but
journalists should know better. I'm sure "Oprah" and "Entertainment Tonight" are factors in any TV story on share of market.

advertisement

advertisement

Credit The Hollywood Reporter today for clearing up some of this static. In the a story on cable
shares, it included analysis done by veteran stock market analyst Tom Wolzien of Sanford C. Bernstein showing cable networks ratings gains slowing down or stopping altogether as cable distribution
peaks in three years.

Many cable network stories still point to cable as the main reason for broadcast erosion. But we all know that the Internet, TiVo, and video games are growing major
factors.

And while we always have stories on individual show ratings, we hardly ever see how actual cable shows are performing - you know, the stuff that advertisers' buy on cable?

Is
that because ratings are too low? Some cable shows definitely are tiny -- much lower than virtually any average network or syndicated show.

Still, I'm sure "SportsCenter" picked up some points
this summer. USA Network's "The Dead Zone" must have done well. FX's "Rescue Me" debuted to good ratings in the summer, yet I don't see it in these stories.

Please rescue us.

Next story loading

About the Author

Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.